When OOH danced to ‘Jhumping Jhapak’...
IPL is as much about smart marketing blitzkrieg as it is about cricket. The IPL Season 6, which just drew to a close, saw tremendous response, thanks also to some smart OOH ideas by SET MAX in collaboration with MOMS. And it was all about dancing to the r
The IPL fever may have abated and ‘Jhumping Jhapak’ may just be an echo lingering in our ears reminiscent of an exciting period, but it is worthwhile to look at the role played by OOH in promoting this all India cricket fest. With the Indian Premier League Season entering its sixth year, SET MAX had to indeed do something innovative and take the whole excitement surrounding the event to the next level. Thus was born the whole idea of giving a new dance twist to the series with the campaign urging people to not only watch cricket, but also groove to the signature tune ‘Jhumping Jhapak’. Quite obviously, the theme line for IPL Season 6 was ‘Dance IPL’ and the message designed for the viewers was ‘Sirf Dekhna Nai’ (Don’t just watch it). Of the whole 360 degree communication plan, the OOH medium played a pivotal role in spreading the craze. The OOH campaign was basically an extension of TVC and Print which was then strategically designed to target the mass audience. OOH specialist agency MOMS handled the outdoor duties of the campaign The OOH campaign was executed in Mumbai, Delhi and other state capitals, besides tier 2 cities across the country for 15 days. Several media formats such as hoardings, gantries, bus shelters, metro stations signage, auto rickshaw branding, branding on railway stations, unipoles, wall graphics, hi-tech shelters, mall branding, tower branding , wall wraps, duct panels, façade, plaza panels, video walls etc were leveraged to communicate the message. IPL being what it is, conventional formats were just not enough to step up the buzz. Innovations were introduced to make it successful and these involved dance choreography set to the signature tune. The whole dance steps were depicted on billboards in Mumbai, which was also an extension of the TVC. These were seen at Mahim Causeway and Juhu JBPD circle in Mumbai, two of the most prime and busiest locations in the city during peak hour. Another innovation in Mumbai was the hoarding on Juhu Beach with the communication “SIRF DEKHNA NAI” wherein the creative conveyed the feel of an actual stadium put up on the hoarding. The ‘SIRF DEKHNA NAI’ communication was also made viral supported by branding on Auto Rickshaws. It was also taken to various suburban stations in Mumbai, and other key city railway stations such as Chennai, Bangalore and Hyderabad. While MOMS has been handling the IPL account for the last several years; adding a new twist to the campaign was nevertheless a challenge. Says Dipankar Sanyal, COO, MOMS, “MOMS handles the IPL account for Set Max who has the sole telecast rights. IPL, over the years, has become an event all cricket lovers look forward to.
Having said that, it has its own set of challenges for all parties involved. For us, the challenge was to make the campaign look fresh and interesting every time. We looked into the core concept of the campaign and devised our strategy, plans and innovations around it. We look at how a core idea can be translated across various out- of-home formats. What we consciously try is not be repetitive in our ideas.” He further added talking about the whole IPL experience with SET Max, “Ever since we have been associated with Set Max and IPL it has been a very exciting journey. The success of the campaign that you have seen so far is a result of a fabulous partnership with our client who has been very supportive and open to new thoughts and ideas and have always pushed us to the limits. The campaign entailed meticulous micro level planning based on various attributes.” Well, all that meticulous planning seems to have paid off for the campaign has lifted up the whole medium as well. Wonder what’s in store for the next IPL Season and its OOH splash l The lessons from these campaigns in the IPL this year are quite clear. It was always known that multi-media campaigns on TV – Print – OOH always work better than single medium ones. The results of this year’s campaign only reiterate this fact. The fact that OOH allocation has increased also emphasises the increasing effectiveness of OOH to capture eyeballs in the face of rapidly growing fragmentation in print, as well as increasing travel times for the average citizen in a crowded metro like Mumbai. Every recent readership survey has shown how time spent on conventional print is on a downward trend. Though there hasn’t been a corresponding official survey to check on the time spent travelling or simply being outside home or office, common sense and observation definitely point to a rising curve. Consequently, effectiveness of OOH media to capture eyeballs, provide ubiquitous visibility and add hugely to brand salience, is actually a no-brainer. No wonder that the Mumbai Indians’ increased allocation for OOH in their media mix paid off handsomely. These lessons are definitely being learnt also by other IPL teams. Organizers of other future events marketed primarily for TV viewership – please note.
Information Courtesy: Kolkata Knight Riders : Selvel Advertising Pvt Ltd, Kolkata
Mumbai Indians : Alakh Advertising, Mumbai
Indrajit Sen is Executive Director, IOAA